This is the blog of David M. Raab, marketing technology consultant and analyst. Mr. Raab is Principal at Raab Associates Inc. The blog is named for the Customer Experience Matrix, a tool to visualize marketing and operational interactions between a company and its customers.

Tuesday, October 19, 2010

Summary: Alsa Marketing is a late entry to small business marketing automation. They support multiple languages, which should gain them some business. Otherwise, though, it will be tough for them to compete with better-established players.

It’s harder every day for a new company to enter the business-to-business marketing automation industry. Of the three classic competitive strategies – low price, great service and innovative products – there are plenty of low price options and leading vendors work aggressively to help their clients succeed. This leaves unique features as the only viable strategy for a new firm.*Alsa Marketing, a Montreal-based firm that launched its product in June, has one significant differentiator: it supports multiple languages (French, Spanish and English) in its user interface and in lead profiles. So far as I know, this is unique in the lower end of the market (Alsamarketing starts at $750 per month for up to 10,000 leads and 25,000 emails). Not surprisingly, the company’s 35 or so clients are mostly Canadian and European.

Alsa has some other unusual features. These include support for multivariate tests on landing pages (but not emails); automated posting of Jigsaw and social media data into lead profiles; fractional revenue attribution; and SugarCRM synchronization. These can all be hard to find, although they’re certainly not unique. (As I discussed last week, I’m no fan at all of fractional attribution – but Alsa tells me their clients like having it as an option. **sigh**)

The system also provides a solid set of standard capabilities. Users can import lists, compose and send emails, build landing pages, execute multi-step event-triggered campaigns, monitor Web behaviors, score leads, exchange data with SugarCRM or (soon) Salesforce.com, and run reports. Also can capture results of Google Adwords campaigns and has a URL-shortener to track traffic from social media. The user interface and functionality are perfectly nice but not exceptional.

Alsa also provides prebuilt templates for standard campaign workflows. The vendor argues that this removes a critical roadblock for many marketers, who have trouble building such workflows on their own. I’m not sure it’s really a big issue and, in any case, other vendors provide similar help. In general, Alsa says it has concentrated on helping its initial clients to use the system successfully: again, while this is clearly important (and might save some consulting fees), similar help is available from its competitors.

At best, superior support could built Alsa a small but loyal customer base. Multi-language might open a larger market, at least until competitors match it. I wish Alsa nothing but the best and will be interested to see how things work out.